Table of Contents
Introduction
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- Definitions
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Market for washing machines, by value, 2006-16
- Figure 2: market for tumble dryers, by value, 2006-16
- Washing machines essential
- Post-VAT trough in demand
- Market factors
- Must have a washing machine
- More choices about drying
- Desire to cut the bills
- Internet has redefined ways to shop
- More homes but smaller homes
- Companies, brands and innovation
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- Figure 3: Estimated manufacturer shares of washing machines, by volume, 2008 and 2010
- Hugely innovative market
- Sensor technology and more
- More convenience
- Retail distribution
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- Figure 4: Sales of washing machines and tumble dryers, by type of retailer, by value, 2011
- The consumer
- Six-year replacement cycle
- Energy and water savings dominate reasons for choice
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- Figure 5: Factors important in choice of washing machines, May 2011
- Use of the internet touches the shopping process
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- Figure 6: Attitudes towards shopping for washers, dryers or tumble dryers, May 2011
- What we think
Issues in the Market
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- Are laundry appliances being replaced less frequently?
- What are manufacturers doing to add value in washing machines and tumble dryers?
- How much is online shopping influencing sales of washing machines and tumble dryers?
- Do consumers understand the latest innovations and how will this influence their purchasing?
- Will the shift towards smaller homes stimulate sales of combined washer dryers?
Future Opportunities
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- Trend: Re-teching the Past
- Trend: Eco and Ego
Internal Market Environment
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- Key points
- High ownership of laundry appliances
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- Figure 7: Trends in ownership of large domestic kitchen appliances, 2006-10
- Gardens provide space for outdoor drying
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- Figure 8: Trends in type of property lived in and garden ownership, 2006-10
- Having a garden does not depress dryer ownership
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- Figure 9: Ownership of large domestic kitchen appliances, by garden ownership, 2010
- Electricity prices
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- Figure 10: Change in cost of consumer electricity, January 2008-March 2011
- Appliance prices holding steady
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- Figure 11: Consumer Price Indices for large domestic appliances (white goods), January 2008-March 2011
Broader Market Environment
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- Key points
- People’s love of buying appliances in decline
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- Figure 12: Trends in agreement with attitudinal statements – the kitchen and the home, 2006-10
- Online society
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- Figure 13: Broadband penetration, 2004-10
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- Figure 14: Broadband penetration, by age and socio-economic group, 2010
- Economic indicators
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- Figure 15: GDP, PDI, consumer expenditure and savings, at current prices, 2006-16
- Smaller households
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- Figure 16: UK households, by size, 2006-16
- More homes will boost demand
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- Figure 17: Ownership of laundry appliances, by size of household, 2010
- Upwardly mobile population
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- Figure 18: Forecast adult population trends, by socio-economic group, 2006-16
- AMDEA aims to shorten replacement cycle
- Energy saving recommend
- Environmental compliance
Competitive Context
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- Key points
- Highs and lows for spending on the home
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- Figure 19: Consumer spending on products for the home and garden, 2005-10
- Home cooking on the rise
- Price deflation improves affordability
- Innovation and capacity drive demand in washing machines
- More consumers using dry cleaners
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- Figure 20: Trends in use of dry cleaners, 2006-10
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Innovation is driving demand
- Brave new world?
- Beads to do the washing
- Bosch raises the bar
- 6th Sense from Whirlpool
- Several players get bigger and more efficient
- Panasonic launches a ’50 shirt’ machine
- Samsung injects bubbles
- Slimmer machines
- Miele gives energy use feedback
- Steam-driven machine saves on ironing
- Samsung saves favourite cycle
- Dryer uses steam to freshen and ’iron’
- Bosch washer dryer uses less water
- Panasonic machines stuffed with technology
- Washing machines in the bathroom?
Market Size and Segmentation
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- Key points
- Weak economy dampens demand
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- Figure 21: Consumer spending on all washing machines, washer dryers and tumble dryers, 2006-11
- Washing machines dominate the market
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- Figure 22: Consumer spending on laundry appliances, by category, by value, 2011
- Figure 23: Consumer spending on washing machines/combined washer dryers, 2006-11
- How important are washer dryers?
- Dryers take a tumble
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- Figure 24: Consumer spending on tumble dryers, 2006-11
- Future
- Washing machines
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- Figure 25: Consumer spend on washing machines, by value, 2006-16
- Figure 26: Consumer spend on washing machines, by volume, 2006-16
- Figure 27: Consumer spend on tumble dryers, by value, 2006-16
- Figure 28: Consumer spend on tumble dryers, by volume, 2006-16
Companies and Products
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- Key points
- Manufacturer shares
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- Figure 29: Manufacturer shares of washing machines, by volume, 2008 and 2010
- Figure 30: Manufacturer shares of tumble dryers, by volume, 2008 and 2010
- Companies
- Beko Plc
- BSH Group
- Candy Hoover
- Electrolux Group
- Indesit UK
- LG Electronics
- Panasonic
- Whirlpool
- Other
- Miele
- Bush
- Appliance365
- Crosslee
- Dyson
- Caple
- GDHA
- Gorenje
- Haier
Channels to Market
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- Key points
- John Lewis stands out in tough competitive environment
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- Figure 31: Sales of washing machines and tumble dryers, by type of retailer, by value, 2011
- Argos excels with multichannel offer
- Supermarkets raise their game in non-foods
- Internet fuels growth of online shopping
- Shopping activity in context
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- Figure 32: Products bought for the home and shopping patterns, March 2011
- Other mixed-goods retailers
- Selling online via partnerships
Brand Communication and Promotion
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- Key points
- Advertising has halved in four years
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- Figure 33: Advertising expenditure for washers and dryers, 2007-10
- Advertising dominated by press and TV
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- Figure 34: Advertising expenditure, by media type, 2007-10
- Figure 35: Advertising expenditure of top advertisers, 2007-10
- Advertising specifics
The Consumer – Ownership and Purchasing Intentions
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- Key points
- Ownership increases across all categories
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- Figure 36: Trends in ownership and purchasing of laundry appliances, 2006-10
- Ownership and purchasing for Mintel research sample
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- Figure 37: Comparison of ownership figures for TGI vs Mintel sample, May 2011
- Ownership and purchasing, May 2011
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- Figure 38: Ownership and purchasing intentions for washing machines, washers/dryers and tumble dryers, May 2011
- Almost universal ownership for washing machines
- Just over a quarter own washers and dryers
- About half own a tumble dryer
The Consumer – What People Want From Washing Machines and Tumble Dryers
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- Key points
- Factors influencing choice
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- Figure 39: Features considered important when choosing washing machines, May 2011
- Eco or cost saving?
- Need for speed
- Factors influencing choice of tumble dryers
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- Figure 40: Features considered important when choosing tumble dryers, May 2011
- Efficiency and speed dominate
- Freedom from ironing
- Hushed tones
- Big capacity
- Condensing
- Settings
- Extended guarantees
The Consumer – How They Shop for Laundry Appliances
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- Key points
- Shopping for laundry appliances
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- Figure 41: Shopping for washers, dryers or tumble dryers, May 2011
- Just look online
- No brainer to get a good deal
- What shops have to offer
- After-sales
- Extended warranties
- Doing it on the cheap?
The Consumer – Attitudes towards Washing Machines and Tumble Dryers
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- Key points
- Attitudes towards washing machines and tumble dryers
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- Figure 42: Attitudes towards washing machines and tumble dryers, May 2011
- Hang on until the last minute
- Thrifty usage
- Brands matter
- Trusted reviews
- Families a core target group
- Matching products unpopular
- Premium products
The Consumer – Target Groups
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- Five main kinds of consumer
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- Figure 43: Target groups for washing machines and tumble dryers, May 2011
- Brand Loyal (18%)
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- Figure 44: Features considered important when choosing washing machines – Brand Loyal, May 2011
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- Figure 45: Features considered important when choosing tumble dyers – Brand Loyal, May 2011
- Frugal Users (21%)
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- Figure 46: Features considered important when choosing washing machines – Frugal Users, May 2011
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- Figure 47: Features considered important when choosing tumble dyers – Frugal Users, May 2011
- Menders (15%)
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- Figure 48: Features considered important when choosing washing machines – Menders, May 2011
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- Figure 49: Features considered important when choosing tumble dyers – Menders, May 2011
- Keep-it-going (33%)
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- Figure 50: Features considered important when choosing washing machines – Keep-it-going, May 2011
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- Figure 51: Features considered important when choosing tumble dyers – Keep-it-going, May 2011
- Researchers (14%)
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- Figure 52: Features considered important when choosing washing machines – Researchers, May 2011
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- Figure 53: Features considered important when choosing tumble dyers – Researchers, May 2011
Appendix – Broader Market Environment
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- Figure 54: Broadband penetration, by demographics, 2004-10
- Figure 55: Trends in the age structure of the UK population, 2006-16
- Growing affluence
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- Figure 56: Forecast adult population trends, by socio-economic group, 2006-16
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Appendix – The Consumer – Ownership and Purchasing Intentions
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- Figure 57: Ownership and purchasing intentions for washing machines, by demographics, May 2011
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- Figure 58: Ownership and purchasing intentions for tumble dryers, by demographics, May 2011
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- Figure 59: Ownership and purchasing intentions for washers/dryers, by demographics, May 2011
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Appendix – The Consumer – What People Want from Washing Machines and Tumble Dryers
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- Figure 60: Most popular features considered important when choosing washing machines, by demographics, May 2011
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- Figure 61: Next most popular features considered important when choosing washing machines, by demographics, May 2011
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- Figure 62: Most popular features considered important when choosing tumble dryers, by demographics, May 2011
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- Figure 63: Next most popular features considered important when choosing tumble dryers, by demographics, May 2011
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Appendix – The Consumer – How they Shop for Washing Machines and Tumble Dryers
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- Figure 64: Most popular shopping for washers, dryers or tumble dryers, by demographics, May 2011
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- Figure 65: Next most popular shopping for washers, dryers or tumble dryers, by demographics, May 2011
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Appendix – The Consumer: Attitudes towards Washing Machines and Tumble Dryers
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- Figure 66: Most popular attitudes towards washing machines and tumble dryers, by demographics, May 2011
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- Figure 67: Next most popular attitudes towards washing machines and tumble dryers, by demographics, May 2011
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Appendix – The Consumer – Target Groups
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- Figure 68: Ownership and purchasing intentions for washing machines, washers/dryers and tumble dryers, by target groups, May 2011
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- Figure 69: Features considered important when choosing washing machines, by target groups, May 2011
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- Figure 70: Features considered important when choosing tumble dryers, by target groups, May 2011
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- Figure 71: Shopping for washers, dryers or tumble dryers, by target groups, May 2011
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- Figure 72: Attitudes towards washing machines and tumble dryers, by target groups, May 2011
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